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PROJECT CONTEXT
· Design Sprint
· Industry Sponsored Project
· Team
TOOLS
· Figma
· InVision
· After Effects
ROLES + RESPONSIBILITIES
User Research: Competitive Analysis, User Interviews, Journey Mapping
UX Design: Sketches, Low Fi+High-Fi Wireframing, Clickable Prototypes, User Flows, Usability Testing
Chipotle
INDUSTRY SPONSORED · UX DESIGN · PROTOTYPING
Eliminating order-status confusion for phone app pick-up order users.
PROBLEM
Mobile apps have become drastically more vital to public safety and customer retention, during and post the COVID-19 pandemic. They afford customers the opportunity to enjoy their favorite chain restaurants while pre-ordering, saving themselves time, staying socially distanced, and ditching the long lines, ultimately keeping themselves safer than alternative options.
However, Chipotle has encountered roadblocks in the end-to-end user experience, from users ordering on the app to enjoying their meal outside the restaurant. Despite Chipotles' nationwide popularity, its rating sits at 4.0 in the IOS app store, and 3.2 in the Android app store, while their competitors in the top 20 Food and Drink apps sit well above 4.7 in rating. As an avid Chipotle lover, this got me very motivated for a deep dive into tackling some of their main issues including, accuracy and transparency for order pick-up times, and periodical influxes of idle standing around customers waiting for their app orders, which could increase exposure to the COVID-19 virus.
SOLUTION
Feature 2:
Using a progress bar, mobile app users will be able to see in real time where their order is, from start to finish, as their order progresses in Chipotle's system.
Feature 1:
Implement text message and mobile app notifications to alert customers exactly when their order is ready.
THE APPROACH
IDEATION
Low-fi Wireframes
Next, I transitioned to refining these sketches in Figma and matching them with Chipotle's current design system.
Rapid Prototyping
To get higher level design ideas out quickly without worrying much about the design patterns, I chose to follow the Crazy 8's technique. I kept referring to the insights from the affinity map and spent 1 minute per wireframe.
Takeaway Soultion
·User Research: Competitive Analysis, User Interviews, Persona Mapping, Journey Mapping, Empathy Maps
·UX Design: Sketches, Wireframing, Usability Testing
USER FEEDBACK
Takeaway Soultion
·User Research: Competitive Analysis, User Interviews, Persona Mapping, Journey Mapping, Empathy Maps
·UX Design: Sketches, Wireframing, Usability Testing
Takeaway Soultion
·User Research: Competitive Analysis, User Interviews, Persona Mapping, Journey Mapping, Empathy Maps
·UX Design: Sketches, Wireframing, Usability Testing
INSIGHTFUL IMPROVEMENTS
User Flow
After hypothesis and ideation, a proposed flow of new feature additions were prototyped and tested on our target audience to assure it clarified confusion on the users' end before moving onto high fidelity prototypes.
EXPERIENCE THE SOLUTION
KEY TAKEAWAYS
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RESEARCH
Qualitative Customer Insights
Through interviews with individuals who fit our persona, we received valuable quotes and feedback on the pain points current customers face during checkout and waiting for their app order. These quotes helped define the best opportunities to tackle for our project scope.
Customer Journey Map
Based on our scope, we focused our solution toward the end of the customers' journey, on the pain points of the checkout and receiving experience when ordering Chipotle on the phone app.
